I always hear people talking about how clients don’t get it, or that they’re stupid. The moment I hear that I think, “You’re a bad communicator.”
The client has a core business problem that needs fixing. They might think they need a catalog but in reality they’re looking to increase sales. Maybe they need a catalog but maybe they don’t. Your job is to understand their business problem. As designers we have to be less focused on our premeditated ideas of what design should be and really try to understand the problem and find the solution.